Marketing Luxury Goods Online by Kluge Philipp Nikolaus
The marketing of luxury goods faces a fundamental challenge: balancing sales growth against exclusiveness. In today's digital world this trade-off has become even more challenging. A luxury brand's fragile concept of exclusiveness is seemingly incompatible with the ubiquitous availability provided by the mass medium Internet. The author addresses this trade-off both conceptually and empirically. First the author conceptually examines the specific marketing-mix for luxury goods in terms of product price communications and distribution management. Second this marketing-mix is applied to the online environment. Third the author empirically tests the effects of the online accessibility of luxury goods on consumer perceptions of scarcity and desirability.